Opening Doors to Opportunities in the Green Economy:

Women’s Entrepreneurship in Green Industries

April 29, 2010Prepared for the

U.S. Department of Labor, Women’s Bureau by Public Policy Associates, Incorporated

and Wider Opportunities for Women

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Opening Remarks

Sara Manzano-Díaz, Director, U.S. Department of Labor,

Women’s Bureau

Economic Opportunity in Green Entrepreneurship

Colleen Graber, Project ManagerPublic Policy Associates, Incorporated

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What is Entrepreneurship?

• Taking an idea to market • Variation in size of endeavor

Self-employmentSingle owner or joint ventureSmall business with few employeesLarge business with many employees

• Income-generating

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Green Industries

• Those that are fundamentally green:Agriculture/forestryRenewable energyEnvironmental protectionEnergy tradingRecycling and waste reduction

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Green Industries (continued)

• Other industries have opportunities for greening of existing processes, services, and products, like:

TransportationConsultingManufacturingConstructionGovernment

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Entrepreneurial Opportunities in the Green Economy• Niches for women looking for small or

large-scale opportunitiesConsumer demand for green products and services increasingTechnology advancements

“The entrepreneur is the one who sees the transition to clean technologies as one of the greatest opportunities in the history of business.”

– Robert Ludvig, “Clean Energy and Green Jobs in 2010”

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Entrepreneurial Opportunities in the Green Economy (continued)

• A few examples…Green products

• Made from recycled materials• Designed to be energy-saving • Organic foods

Green services• Energy auditing of homes and businesses• Installation of energy-saving systems

…of many

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How Green Entrepreneurship is Different

• Commitment to the environment• Sometimes need to educate the consumer

base • Making products and services cost-

effective for consumers• Evolving nature of the technology and

green economy

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Entrepreneurship Stakeholders• Entrepreneur supports in your area

Small Business Technology Development CentersChambers of commerceCommunity collegesUniversitiesEconomic development organizationsBusiness incubators

• Offerings of these organizationsCounseling on readiness, business plan development, financing optionsOffice and lab spaceEntrepreneurship training programs, initial and growth stagesConnections to angel investors and other supports

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Helping Women Entrepreneurs

Julie Castro Abrams, Executive DirectorWomen’s Initiative for Self Employment

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Green Jobs

• Not just the high tech and alternative energy

• Women entrepreneurs think outside the box

• Environmental justice

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About Women’s Initiative

• 20,000 women since 1988• Serving: low-income women, multiple

barriers• Mission: economic self-sufficiency• Results: income, assets, jobs, local

economy

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Women Entrepreneurs

• Push and pull towards entrepreneurship• Barriers to employment• Want to be their own boss• Give back to their community

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Women’s Initiative Clients

• 85% report running socially responsible and/or green businesses

• 79% make large charitable gifts each year ($1000+)

• 69% volunteer regularly

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Connecting and Supporting Women Entrepreneurs• Working with community partners• Business plan training• Funding and credit building• Ongoing business support services

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Taking a Different Path

Laura Culin, President/CEOAustin Lumber Co.

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Laura Culin: Background

• Lumber company was family business, but did not plan to enter it at first—grew up thinking construction was a “man’s job”

• Personal circumstances took her back to Austin, and she reconsidered joining the business

• Needed to find a niche to make the business her own and give it a unique edge

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Laura Culin: Education and Training

• Originally had a degree in fashion merchandising and marketing

• Certified Women’s Business Enterprise (WBE), Disadvantaged Business Enterprise (DBE), Historically Underutilized Business (HUB)

• Forest Stewardship Council Certified

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Laura Culin: Help Sought and Received

• Sought advice and support from friends and family

• Joined National Association of Women in Construction

• Joined local Green Council chapter• But also lots of personal initiative

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Laura Culin: Lessons Learned

• Get certified early• Join professional associations• Take continuing education courses• Create and update your business plan• Use social media• Get involved and volunteer in local

community colleges, green organizations

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Becoming a Green EntrepreneurRebecca Lundberg, CEO

Powerfully Green

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Rebecca Lundberg: Background

• After 12 years teaching public school, wanted a career change

• Interested in topic of solar power• Found that no companies in her area were

equipped to serve residential customers

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Rebecca Lundberg: Education and Training

• Courses in Photovoltaic Design and Installation course and Advanced Photovoltaics course at Solar Energy International (SEI) in Paonia, Colorado

• General contractor’s license (required in MN for her business model): independent study followed by computer-based test

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Rebecca Lundberg: Help Sought and Received

• Had a partner who shared her passion, helped provide focus, and contributed both physically and financially to the business

• Asked lots of questions of local officials and organizations

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Rebecca Lundberg: Lessons Learned

• Have a strong talent in their focus area• Their focus area should be something that

is not currently being adequately served• Not be afraid to ask for help from

authorities and associations• Be kind, respectful, ethical, and generous

with colleagues and customers

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Question and Answer Period

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U.S. Department of Labor, Women’s Bureau200 Constitution Avenue, NW, Room S-3002Washington, DC 202101-800-827-5335 http://www.dol.gov/wb/

Public Policy Associates, Inc.119 Pere Marquette, Suite 1CLansing, MI 48912517-485-4477www.publicpolicy.com

Wider Opportunities for Women1001 Connecticut Ave., NW, Suite 930Washington, DC 20036202-464-1596www.wowonline.org